Content may be king, but not all kingdoms stand the test of time. Just ask the kingdom of Strathclyde. To be successful, a kingdom must stay current with the times, be relevant and connected to the people, and have clear goals and reasoning behind every action. The same advice applies to great content.
The online market is a competitive space. It may not be the battleground of 17th century Britain, but it’s just as ruthless at times. This is especially true in the business-to-business market (B2B).
B2B marketing managers must take a calculated and data-driven approach when planning their organic content strategy. Think of it as battle planning.
Ok, we’ll stop with the metaphor.
Here are the 4 ways to improve your organic content in the B2B sphere.
1. Measure your success with numbers, not feelings
You need to have a data-driven approach in any form of marketing. The only way to honestly know if that Facebook post was worth the time and money spent is to start with clear goals and set up KPIs before you even hit “post.”
2. Measure and adapt regularly
It’s not enough to simply have vanity URLs, Facebook pixels, and engagement data to tell you how well content performs. You then have to do something with that data. Set up scheduled reviews of all your organic content to decide what’s performing well and ask yourself, “why?” Then ask yourself, “how do I replicate this?” Pivot your approach to create more successful content.
3. Know your customers
You may be selling to a company, but there’s still a person behind every decision. Your content needs to speak to this person. Research backs this up; 83% of business buyers say they don’t want to be treated like a number. B2B customers may be more driven by the data and the facts than B2C customers, but they still want a personalized experience and solutions to their unique situation.
4. Create quality copy
There are a few key places where you need high-quality organic copy:
- Your website — this includes your blog
- Your social channels
- Your email newsletter
Update your old content regularly to stay current and relevant. Maximize your ROI by repurposing your content. If you have a blog or a white paper, turn it into a podcast episode or a series of social posts.
Create evergreen content frequently. Evergreen content isn’t based on trends, news, statistical data, seasonal promotion, pop culture, or a product launch. These are your powerhouse blog posts that will have a strong SEO ranking and be relevant to your ideal customer at any time.
Optimize your website user experience. Your website needs to be easy to navigate. No matter how great your content is, if the walls of your kingdom are falling down, you’re going to lose the battle (sorry, we couldn’t help ourselves).
Time to get to work
The nature of organic content is similar to a good quality reputation: It takes time, but it does the work for you once established. If you create quality organic content and pair that with a robust paid campaign, you’ll stand out from the competition and reach your target customers with greater ease. If you’re looking for a team to help you successfully create quality content that converts, our team is here to help.
We aren’t just content experts. We can help you optimize your website and plan a power-house paid campaign that works. Get in touch today.